A Mixed Methods Approach to Investigating Glocal or Hybrid Brands

Abstract

The traditional distinction between global and local brands is losing salience driven by globalization and digital technology. Using the paradox theory, this dissertation investigates a third option: brands that are both global and local—something paradoxical. Navigating a brand to be both global and local at the same time has been claimed to offer a successful market approach (Swoboda, Elsner, & Morschett, 2014), but it has significant challenges (Steenkamp, 2017). These challenges include managing the tensions and contradictions of being both old and new, the same and different, or a brand paradox (Brown, Kozinets & Sherry, 2003); combining global and local strategies into a true glocal strategy (Steenkamp 2017; Steenkamp and de Jong 2010).

The goal of this study is to use the foundation of prior research on global branding and international marketing strategy to build and empirically test a roadmap to help global and local brand leaders navigate the global marketplace. We employ a mixed-methods approach to develop and validate a new framework called omni-brand orientation for global brands to become locally authentic and local brands to become globally accepted. First, we identify the building blocks of local authenticity and global acceptance through qualitative interviews with 50 top managers from global and local sport brands. This qualitative research uses constructivist grounded theory (Charmaz 2006; Strauss and Corbin 1990) and theoretical sampling, a method based on the classic work of Glaser and Strauss (1967). The research included 50 interviewees (25 leaders from global brands and 25 leaders from local brands) across 24 unique organizations.

Second, we validate the framework with quantitative surveys from 259 managers from 96 different brands. The results show that global brands use local insights, learning orientation, social network, and positive affect to build local authenticity, while local brands use innovation capability, brand power, and product performance quality to gain global acceptance.

Note: After acceptance for publication and presentation at EMS 2020, this paper was subsequently placed under consideration for a journal publication. Thus, the authors have requested that only this extended abstract be published in the Conference Proceedings.

Keywords: global brand, local brand, paradox theory, authenticity

JEL Classification: L25, L81, M31, O31, F69